Creators on social media optimise their content for validation and sharing. The next step is monetising this validation beyond the standard “influencer” deals. In parallel, the internet is going after the biggest middleman of all – money!
We already know about Systems 1 and 2 in decision making, and it has had many use cases in marketing (Nudge). But I recently learned about System 3. This post is some thinking on how it can be applied in marketing.
Choosing “Shuffle Play” on Netflix and outsourcing an entertainment decision to an algorithm may not seem like a big deal, but I think there are second-order consequences that affect the self, society, and species – hugely driven by surveillance capitalism.
Across the world, inequities are becoming more stark, and increasingly, brands are being pushed to move from activism to action. Where do things go from here for a business and its communication, for us as consumers, and for (some of us) as marketers?
On one hand, the pandemic has taught us the value of empathy, on the other, marketing efficiency continues its race to convert the customer into a numerical possibility. Can a brand then be truly empathetic?